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1 1 Listen. Learn. EmPower SCG QI. All Rights Reserved. EmPower Research LLC. All Rights Reserved.
Enhancing customer service and experience
through social media
Listen. Learn. EmPower
Neelesh Sali Sr. Director – International Business
www.scgqi.com
www.empowerresearch.com
Sanjay Deshmukh Vice President – SCG QI
Arabic is the
most spoken
language on
the web
01 02 03
04
05
06
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09
10
The fastest growing
internet region in the
world at
2,260%
growth (2001 – 2010)
20% of the population
use internet
Customer participation in Social Media is on the rise
12 Million new users every year
Hawaa
World
has a new
user
registered
every 3
minutes and
more than
61,000 posts
every day
Qatar has world’s
highest facebook penetration
100,000,000 Searches in
Google,
daily by
users in
Arab world
Sources: Discover digital Arabia, n2v.com
2 2 2 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
3 3 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
...and so are social media applications for customer service
of the surveyed senior
executives indicate that
social media is currently
a part of their customer
care operations
52% of senior executives see
social media as a way to
garner customer input
and insight on products
and complaints
57% 36% of executives
mentioned that they
measured the value of
its social media program
for customer care
36%
A survey of C-level executives from Capgemini presents some interesting insights
on how businesses and senior executives perceive social media in parlance of
customer service
Source: http://www.us.capgemini.com/news-events/press-releases/capgemini-survey-reveals-the-rising-importance-of-social-media-t/
WHAT THEY DID
Lenovo used social media to help them learn, from the customer's
point-of-view, the top issues with service, product features, functions,
delays in shipments; all from a global perspective
HOW IT WORKED
By providing feedback from customer service teams to product
development and engineering, Lenovo was able to reduce the volume
of service calls
Along with better customer service, it can even drive efficiency and
business profitability
THE BUSINESS IMPACT
20% decrease in service call volumes, increase in customer service
agent productivity and a shortened product problem-resolution cycle
4 4 4 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
Source: Forrester Research
Organizations today need an actionable framework that responds to
customer sentiments, requests and unmet needs proactively
5 5 5 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
Tools for aggregating
customer chatter across
channels
Methodology and
processes to action on
customer services
Monitoring and tracking of
performance of actions
undertaken
6 6 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
Such a framework can be used to tap into the following
opportunities
ONGOING TRACKING
– Top Themes
– Social Media Referrals
– Sentiment Analysis
– Channel breakout
– Share of voice
– Top Influencers
– Potential Advocates
REAL TIME ALERTS
– Customer Service
– Negativity
– Critical Issues
– Customer Delight
– Engagement
– Sales Opportunity
– Reputation
7 7 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
How to enable this framework : bringing disparate sources to a
common analysis platform
Data Sources
Social
Media
Chatter
Internal
Service
Data
CSAT
Surveys
Data Processing
Data
Analysis
Data
Modeling
Human
Analytics
Data Transformation
Convert Unstructured
Information To Structured
Data
Insights
• Leverage the knowledge
held, created, shared by
stakeholders
• Normalizing parameters
across Reports, Regions
and Categories
8 8 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
The mechanics behind the framework
Identify Sources
E-mails Forums Blogs IVR Data
Aggregate
Qualify
Tag
Filter Analyst driven
application of business
rules for service alerts
Rules Engine
Customer
Engagement
Continuous Tracking
Sentiments Perception Consideration Service
Issues
FEED
BA
CK
Case study: mapping customer service perception using social
media across the service life cycle
Impact
Customers experience
improved by 38%
Client
One of world’s top
Telecom company
Their need
To be recognized as the best
customer experience provider
Solution
Map current customer service
perception across the service
lifecycle to identify areas for
improvements
P R E - O R D E R
Issues understanding accent on
Indian call centre service
representatives
D E P L O Y M E N T
Agents not keeping
customer informed on
deployment visit time
U S A G E
Slow speed, abrupt
disconnection, poor customer
service and faulty billing etc.
annoyed several users
F A U L T R E S O L U T I O N
Agents struggled to
understand the nature of fault
leading to slow resolutions
Sales alerts Service alerts
Case study: alert mechanism for better handling of customer
service queries and sales opportunities
Client
Global leader in data
storage solutions
Their need
Utilizing online queries for sales
and service fulfilments
Solution
Monitor technology forums
and define rules for auto alert
mechanism
Impact
Client C-SAT went up by
a staggering 42%
ENABLE ACTION
Engagement alerts
Determine
Pain areas related to customer services
The most important product attributes for
exceeding end user expectations
Develop
Strategies that addresses enduring
customer service needs and expectations
0
400
800
1200
1600
27 May 30 May 02 Jun 05 Jun
Case study: tracking and responding to customer service issues
by monitoring company fan page
Client
A leading financial
services company from US
Their need
Track customer issues by
monitoring fan page and
provide warnings on emerging
negativities
Solution
A rule base alert mechanism
which provides alerts on service
issues faced by customers
Impact
Reputation index saw
jump of over 56%
REPUTATION SCORE vs. COMPETITOR
ENGAGEMENT INDEX
Proactive service
engagements increased by
over 200%
RECOMMENDATION INDEX
61% users recommended
client services owing to its
proactive engagement
Case study: understand voice of your customers by integrating
internal data with community based listening
Impact
3 major CE improvement
areas were identified
Client
Global leader in
currency cards
Their need
Quantify customer experience
and identify improvement
areas
Solution
Integrate internal IVR, sales,
service data with social media
feedback
30%
48%
26%
58%
33%
59% Service
Security
Respect
Safe
transactions
won customer
confidence
Unhappy about
verification
charges
premium
cards
provided
were
admired
Sentiments (%)
Client Competitor
13 13 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.
Benefits of listening social media led framework over traditional
customer research frameworks
QUICKER TURNAROUND
Faster turnaround to issues
reported on online forums
PRODUCTIVITY
Proactive engagements will
reduce incoming service calls
COSTS
Lesser service calls will lead to
cost savings
OPPORTUNITIES
Online opinions can help
Identify unmet customer needs
ALERTS
Social media sentiments can
act as an early warning system
REPUTATION
Better reputation management
owing to proactive approach
EmPower Research LLC
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Disclaimer: The data presented in this presentation is collected
from publically available resources. EmPower Research or SCG
doesn’t take any responsibility on the authenticity of the data
disclosed in this presentation and outcomes of decisions taken
based on such data by the recipient of this presentation.
Listen. Learn. EmPower
SCG QI
PO Box 32330
Dubai, UAE
Tel: +971 4 3912313
www.scgqi.com
www.empowerresearch.com